As I write in my book THE ON-DEMAND BRAND, the brand is known for outrageously risqué marketing campaigns that have included everything from branded games like "Lets Get Dirty" to scantily clad augmented reality angels.

Yet still I have to admit I'm shocked at this latest effort, from Puerto Rico, which involves QR codes posted in restrooms at bars and discos (....I guess there are still places called "discos" down there).

You'll see what happens next, which (personal judgements aside) does point to an extraordinarily savvy mobile + social media connection.

Is it far too racy for a global brand - even one as purposefully controversial as Axe? Without a doubt.